The document provides an overview of the author's experience as Director of Digital Marketing for Sony Pictures in the UK. It describes launching over 100 websites and increasing traffic by 52% in 10 weeks. It also discusses developing email and SMS marketing campaigns, online promotions, and working with third parties on marketing initiatives. Examples are provided of specific website campaigns created for movies like The Da Vinci Code, Spider-Man 3, and When A Stranger Calls.

1. Online & Mobile Marketing Sample Campaigns Chris Generalis [email_address]

2. Overview Director of Digital Marketing for Sony Pictures in the UK Managed all aspects of Sony Pictures UK web portal for Film, DVD, TV, Mobile, and Games Launched over 100 sites in less than 3 years Developed CRM program for email and SMS campaigns Organized and implemented online promotions and competitions Increased traffic by 52% in just 10 weeks Worked with numerous 3 rd parties on above and below-the-line marketing campaigns

3. Partial List of Titles Layer Cake XXX2 Surf’s Up Monster House Open Season Resident Evil Zathura The Producers Dawson’s Creek Big Fish Kung Fu Hustle Capote Identity Hellboy Men In Black II The Pink Panther S.W.A.T. The Fog RENT Mona Lisa Smile Man of the House Spider-Man The DaVinci Code Casino Royale Hitch Closer Click Are We There Yet? Hostel Stealth Seinfeld (TV & DVD) Exorcism of Emily Rose Bewitched Stranger Than Fiction Deuce Bigalow Ghost Rider Snatch Ultraviolet Vertical Limit When A Stranger Calls The White Countess Spanglish Gridiron Gang The Pursuit of Happyness Running With Scissors Fun With Dick and Jane Monty Python’s Flying Circus The Benchwarmers Secret Window She Hate Me Bond Ultimate Edition DVD The Squid and the Whale Friends With Money Yours, Mine, and Ours Who Killed the Electric Car Rescue Me Married With Children Stargate Atlantis & SG1 Anger Management Into The Blue Gothika Lords of Dogtown Little Black Book

4. Example: The DaVinci Code The DaVinci Code UK site featured hidden clues that users must find to unlock secret content areas within the site One of the most popular UK sites generating almost 200,000 unique visitors per week during the theatrical window http://sonypictures.co.uk/movies/thedavincicode/site/index.html

5. Example – Spider-Man 3 Site featured a VERY active blog complete with video Site contained pictures, video, sound clips, PSP content, iPod content, and mobile content http://www.sonypictures.co.uk/movies/spider-man3/index.html

6. Example – When A Stranger Calls Site featured full screen video under the main navigation Marketing campaign featured a dedicated page on My Space Automated bot on AOL Instant Messenger allowed users to ‘chat’ with the main character http://www.sonypictures.co.uk/homevideo/whenastrangercalls/index.html http://www.myspace.com/jill051606

7. Example – Are We There Yet? Site featured video of Ice Cube and co-stars filmed on a ‘green screen’ helping young users navigate the site by pointing to which buttons to click Site also had a range of games, videos, downloads, and photos for the age demographic http://www.sonypictures.co.uk/movies/arewethereyet/site/

8. Example – Open Season Site features voice of Ashton Kutcher Multiple games and activities for kids, including online Karaoke Downloads include IM icons and wallpapers http://www.sonypictures.co.uk/movies/openseason/site/

9. Example – Layer Cake Site for Layer Cake featured no text navigation Users explored the site by clicking on items featured in the movie Site was well received by the creative community and nominated for a Webby award My favorite part was the video that appeared in a pool of blood when the user cuts off the fish head http://sonypictures.co.uk/movies/layercake/site/main.html

10. Sony Pictures Television In addition to movies and DVD releases, I also built and maintained the websites for Sony Pictures Television properties Partial title list includes: Seinfeld Dawson’s Creek Rescue Me Married With Children The Nanny Ricki Lake Bewitched Dragons’ Den http://www.sonypictures.com/tv/shows/seinfeld/

11. Promotions and Competitions Almost every theatrical release had a promotion or competition that was managed in-house This initiative was key to building our email and mobile database

12. CRM Users could register their interest with Sony Pictures to receive email newsletters about upcoming events and releases Information was also collected through online competitions and through online ads

13. Mobile

14. Overview Launched the direct-to-consumer mobile business for Sony Pictures in Europe Built and managed a team to deliver cutting-edge mobile sites Negotiated content and promotional deals with mobile operators, handset manufacturers, service providers, and film aggregators across Europe The DaVinci Code was the most viewed trailer on the Vodafone UK portal with over 900,000 views in 4 months Launched first pan-European mobile sites across 5 countries in 5 languages Identified new distribution channels and negotiated deals with partners including The Sun, The Metro, FHM, MTV, Yahoo, MSN, and Real Networks

15. Recognition Mobile initiative was covered in the leading interactive trade magazine, New Media Age Sony Pictures mobile initiative was market-leading First studio in the UK to regularly feature a shortcode promotion on movie posters and marketing material I was invited to be the keynote speaker at largest D2C content event in London

16. Leveraging the Marketing Mix Mobile shortcodes were featured on outdoor ads, online, newspapers, magazines, TV ads and movie posters Shortcode would deliver an SMS push message with the URL for the WAP site Shortcodes were leveraged across the existing marketing mix, so no additional funds were required to promote the WAP sites

17. Sample WAP Site WAP sites contained a mix of premium and promotional content including video, wallpapers, ringtones, voicetones, and video ringers WAP portals combined deep fan-focused content with integrated commerce opportunities WAP sites featured a cinema locator based on user’s post code WAP sites were created in 5 languages for use across Europe

18. Mobile Content In DVD Promoted and sold mobile content in DVD booklets and on-pack promotions This was the first time mobile content was featured in DVD booklets anywhere in the world

19. Digital Strategy & Business Analysis

20. Perceptual Map Perceptual map of online gaming sites. Sites were given a score on 4 dimensions and placed on a matrix to illustrate their position vis-à-vis the competition

21. Personas Personas are archetypes based on actual customers. A set of personas captures what is common and what is different in a user base or audience

22. Analysis of Online Video Players Conducted analysis of online video players for a broadband entertainment portal. This was one of many players that was reviewed in the analysis.

23. Competitive Analysis (Summary) Summary of competitive analysis for broadband portals. Competitors were defined by client. Each competitor had detailed analysis pertaining to online activities.

24. Toyota Financial Services - ePay I was the functional lead for the implementation of the bill presentment and payment system for Toyota Financial Services I led all the requirements gathering sessions with business stakeholders and created use cases for development I created the training materials and facilitated the distance learning sessions for CSRs across the country

25. Use Case Matrix for Toyota Financial Services This is the first page of the Use Case Matrix created for the Toyota ePay project. The document is 139 pages and includes all the business requirements, use cases, issues, assumptions, and business rules.